Photo: Maki Nibayashi

Occupation:
Chief Merchandiser for Pennyblack Marella Japan
Time in Japan:
4 years (in and out)


What does a chief merchandiser do?
She is the person who takes care of the shops, purchases for the current season, deals with shop staff, personnel problems, merchandising problems, and overlooks the collection through the whole season.

What is Pennyblack' concept?
Pennyblack is a brand targeting working ladies. There's no specific age target because we feel that a woman is free to wear whatever she wants to, no matter what her age. What's important is her mind and her feelings. So we propose young and career-type products suitable for the working woman in Japan.

Have you always worked in fashion?
I've always been fashion-oriented but I've never taken fashion courses or anything. I worked in Italy at a fashion design company for a year and really enjoyed it. Then I joined Mitsubishi Corporation and I liked the Japanese working environment and people, and realized that I wanted to work in the fashion industry in a Japanese environment. Pennyblack is an Italian brand and I was scouted by them in Italy. They were looking for a person who would be able to handle their Japanese venture project here - someone who was willing to live in Japan and who wanted the challenge.

Is fashion approached differently here than in Italy?
In a certain way it is. I would say that trends and customer requests, or products that people look for, are basically the same though Japanese trends move faster. Also, it's really important to consider the Japanese climate and use specific materials for the different seasons. Japanese special occasions are important, too.

What's new for this fall/winter?
We're presenting an urban and sporty image, offering items that can be used at work, leisure or can be mixed to use for both. The colors are khaki, pink and black in easy-to-wear items such as nylons, down coats and materials that are simple but sophisticated. We want to create contrast. For example, pairing sporty materials with sophisticated materials like cashmere. We'd like to propose a look that is not 100% feminine and sweet, but can be sweet when the wearer wants to at that particular moment, yet by just changing a few items, she can look more aggressive and career-oriented.

How does one get a position like yours?
Get to know the Japanese market and the partner market, for example, if it's in Italy, you should know the Italian market. I wouldn't really say that there is a specific way to get to this position. Maybe it's a matter of luck. Japan is opening up a lot of interesting positions to foreigners so it's important to keep your eyes open and get to know people, be in touch and go for the opportunity.

What do you like best about Japan?
The food. I love sushi, sashimi, any Japanese food. When I go back to Italy I really miss Japanese food. Also I like the Japanese people. The first impression you get is that they are kind but you don't really understand why until you get to know the culture and language, and how they communicate; then you realize the roots of their kindness.

What's your recipe for a happy and successful life in Japan?
Compromise, be open-minded, don't stick too much to your opinions, be ready to compare and analyze how a foreigner would feel in your own country. Make many Japanese friends. Spread out and get to know the locals here.

Contact Bettina at Pennyblack Omotesando shop 03-5464-0707.

Bettina Giangrande spoke to Maki Nibayashi.

Do you know an interesting person in Tokyo? If so, email us at maki@tokyoclassified.com